D1 13.55 IT 01 restructuring you organisation McKinsey Achieving digital analytics b 140514 WW

May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit

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Restructuring your organisation in the digital age:

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There is a difference between offering digital services and being

a digital competitor. @DavidEdelman

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Next Best Action Engine: Shape the Customer Decision Journey Evaluate

Bond Consider

Buy

Advocate

Experience

20

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Move upstream in the journey: A new house buying model Matt takes a picture of the house from his mobile app that instantly shows…

With ability to schedule appointment

With latest rates and approved loan amount. Flows into mortgage process @DavidEdelman

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Propel the customer through personalization: “Before-time” credit scoring Segment-specific websites

How they enter the site (e.g., search, banner)

RISK MODELS Surfing history (e.g., cookies)

Internet specific data (e.g., location, social media data)

▪ ▪ ▪

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Use internet data and score customers before site is loaded Score models in